Barbie – You Can Be Anything

Bringing Barbie back for good

Brief

Mattel approached Taboo to help rebuild Barbie’s cultural relevance amongst Aussie children and parents. To localise their global positioning, “You Can Be Anything,” we found three inspirational Aussie kids who were living proof of this ethos and put them at the centre of our integrated campaign.

Effect

Our campaign reversed a decline in sales for the first time since 2013 resulting in a 20% jump in point of sale and a 16% increase in shipping. We broke the stereotype by creating the first Barbie ad to feature a boy.